Tropicana brand refresh and packaging design - Brand Identity

TROPICANA

Brand Refresh / Packaging Design

The Brief

With a vast variety of fresh and ambient juices within the Turkish market, Tropicana was lacking differentiation on shelf. We were asked to refresh the brand, to standout within the cluttered environment and deliver a brand architecture that can flex to accommodate the key benefits or provenance within each product range.

Our Approach

To give the brand a more ownable range architecture we positioned the identity down into the heart of the pack, this allowed us to dedicate the top half to the goodness of local provenance while the base delivered the taste credentials. The mirroring of the glass and fruit bowl combined with overhead photography gave the brand distinction and standout from the category norms.

Tropicana brand refresh and packaging design - Cherry pack render
Tropicana brand refresh and packaging design - Peach pack render
Tropicana brand refresh and packaging design - Mixed fruit pack render
Tropicana brand refresh and packaging design - Whole fruit pack render

"Design Happy has a very beautiful, elegant and unique design signature. They show a variety of concepts, each developed with love to detail and a wonderful idea behind. Their collaborative style is excellent, they feel like a part of our in-house design team - a trusted, engaged relationship which is very hard to find, hence, we decided to take them into our agency pool to ensure we can run more projects in the future."

SILKE BOCHAT (HEAD OF DESIGN EASTERN EUROPE, PEPSICO)

Tropicana brand refresh and packaging design - Whole fruit pack close up